Your ad copy can make or break your PPC campaign. It’s the first thing a person will see, and first impressions are everything when it comes to ads. So what are some of the powerful methods used to produce effective copy?

1. Answer the question in your mind: First, it’s important to understand that your ad copy should be for a certain set of topic keywords. This will ensure that your ad is as relevant as possible. With that in mind, when writing ad copy, you’ll want to answer the question on that person’s mind; continue the tacit conversion.

For example: Gerald is searching for a new pair of blue shoes on Google. He writes: “he finds new blue shoes online.” You see 2 ads at the top of the page.

One ad reads, “Need new blue shoes? Check out our selection today.”

& the second ad says: “Come and get yourself a new pair of blue shoes. Shop and shop online”

The second ad text is an example of a response to Gerald’s question. He has continued the conversion.

2. Include a price – When used correctly, this can go a long way for your ad. There are 2 main things I like to think this helps.

#1: Offer valuable information to the buyer. If they have a certain price in mind for that product/service, and your price adjusts, they are more likely to click on your ad and convert.

#2: This can really save you money. How? If the price is too high or too low than the price they had in mind, they won’t click on your ad.

3. SPLIT TEST: This is a given, but it should be listed. While not necessarily a WAY to write an Ad, it is a way to TEST Ads. As you split test your ads (ads within the same keyword topic), you will steadily increase your CTR (click through rate) and conversion rate. Ultimately, this will increase your ROI (return on investment) in the end.

Try to rearrange the way things are written. Change your call to action. Monitor the results. After both ads get 100 impressions, I usually like to go in and figure out which one has a higher CTR, and you can even look at the cost per conversion to decide.

4. Add credibility: Adding credibility to an ad can go a long way for your CTR. How do you do this? One way could be to add logistics. People love numbers. The more specific, the better.

For Example: You could write 3,000+ or ​​you could write the exact number: 3,421. Both are good to use and will probably improve your click-through rate, but the second will surely gain more confidence.

5. Find a call tracking provider that can give you local phone numbers – Using 800 numbers can hurt your ads. Make them super specific by using local phone numbers. The person reading your ad can relate to and is familiar with seeing those area codes, so they’ll be more likely to click on it.

6. Try to make your ads more personal – This is a big mistake that I see a lot. Using words like: we, me, our, we and myself can be detrimental to your ads. Talk about them, not about you! After all, the only way to make a sale is to sell them.

This is a very common saying, but extremely true. The second best word to use is “you” and the first best is the customer’s name.

(I learned this from a WordStream blog)

7. Stick to one main idea: Don’t try to include different themes in your ad. This is one of the reasons why using themed ad groups is the way to go. It is almost impossible to write effective copy for 2 different topics. That’s why each set of thematic keywords goes in different ad groups.

Try to be as relevant and specific as possible. Stick to 1 topic and 1 call to action.

8. Make sure you create and use as many ad extensions as possible – While they’re not an actual part of your ad copy, it’s very important to know that if you’re not using ad extensions, you’re missing out.

Ad extensions are one of the great advantages of PPC. This will not only improve the visibility of your ads, but can also add credibility. With location, call and even review extensions included. I cannot stress how important it is to use them.